Product Suitability for African Markets. Are businesses on board?

With the advent of affordable options for product sourcing and production, there is quite an influx of different product categories within Africa. What then do we look at for suitability of your product range to the African Market?

1. Your product does not have to rekindle fond memories of your audience’s childhood though it would help if this product has relatability. The African market is known for appreciation of utility hence if your product is practical for the different environments in Africa then it should be a sure win for placement in the market.
2. The pricing range of your product is quite critical. Africa does have an elite target market; however, the mass market is your gold mine. Your product should then be suitably priced for as many users within the African market selected as possible.
3. The positioning of your product within a primarily rural or urban location is quite imperative to consider. Should your product target be rural communities, then share of wallet, practical use and price is a high consideration when deciding to venture into African Markets. Should your product be for urban populations then segmentation is key as this will allow proper placement within the correct context. Consider price, efficiency, practical use and share of wallet.

The promotion of your product to audiences in Africa will play a pivotal role in top of mind awareness wherever you decide to position the product on the continent. Indeed, there should be a connection between product positioning within an outlet and the means to promote the product selected. A rural audience will possibly require more mainstream promotional strategies while an urban audience will do well with digital means of product promotion.

In terms of logistical delivery of your product within Africa, consider overhead costs to serve a rural population while the costs of delivery to urban populations may be more condensed. Rural populations will require a distribution or pick up point that allows for access to your product while an urban population may well be served with an ecommerce platform and mobile delivery channels.

To serve an African market with your product range, ensure to consider different scenarios depending on the segment your product will serve, their location and access to connectivity. A quick market and customer segmentation exercise at the onset of decision making should serve to allow access to the continent’s populous markets.

The beauty of the continent is indeed in its diversity and advent simplicity. When making the decision to step into African Markets, an entity should be aware that indeed this diversity is the continent’s strength.